A Guide to the Evolution of Consumer Loyalty [Guide]
Merkle’s Craig Heiter has published a new guide entitled ‘2021 Loyalty Barometer: A Guide to the Evolution of Consumer Loyalty’.
He says, “In our fourth annual Loyalty Barometer report, we dive into how consumers really feel about rewards programs and where brands may need to pivot to accommodate consumer preferences.
Let’s dive into a few of the key learnings we identified from our survey of 1,500 consumers:
Consumer loyalty goes beyond a stand-alone program
Marketers are witnessing the rapid evolution of loyalty from a static, programmatic strategy to an enterprise-wide endeavor that delivers loyalty outcomes with every brand interaction. This transformation in how we think about and execute loyalty marketing is driven by increased consumer centricity, applications of new technologies, the use of identity and data to inform customer relationship moments, and radical social change around health, equality, and consumer values.
The next evolution is about delivering a loyalty experience comprising of carefully curated moments of value that are informed by data, contextuality relevant, and seamlessly assimilated into consumer lifestyles to create emotional connections”.
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